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Case Study / Natural Care Promoting Natural Care Products in Saudi Arabia

Campaign ObjectivesNatural Care wanted to raise awareness of the benefits and philosophy of the Natural Care retail range of cosmetics along with driving footfall to their retail outlets across Saudi Arabia. Mobily Deals permission based mobile marketing service enabled by Optism allowed Natural Care to reach a large opted-in audience with a relevant and targeted message in both English and Arabic.

Campaign ResultsNearly 200,000 messages were sent out to the target audience over an eleven hour period. High response rates were achieved with both English and Arabic audiences (18.5% and 10.5%, respectively). Predictably, women were most responsive to the message. Age was also a factor, with highest response rates achieved from under 18’s (24%).

14% of message recipients participated in the quiz

28% of English speaking females responded

Females were 37% more responsive than their male counterparts

Campaign SolutionA text dialogue message in the form of a quiz was sent to opted-in subscribers to promote Natural Care products with a contest and encourage shoppers to visit their store by offering a discount. An incentive was offered for participation in the form of a voucher for 15% off the next purchase of a Natural Care product.

Separate dialogue messages were sent in English and Arabic to male and female subscribers. Messages were sent out just before the weekend to maximise their impact and relevance.

Replying to any dialogue message is always free.